4Sight Licensing Solutions - part of 4Kids Entertainment - has inked a new deal to represent the Kennel Club and Crufts across the world.
The firm will look to develop separate brand licensing programmes for both brands.
Key components of the branding strategy for the Kennel Club will be to secure partners and product categories consistent with the organisation's prestige, and to position products at the mid-tier end of the market, targeting a slightly older demographic.
The Crufts branding strategy, meanwhile, will include positioning the brand as fun and entertaining - reflecting the values of the show itself - and targeting product to a younger, mass market audience. There is also the potential to promote Crufts in overseas territories.
Categories for both brands are expected to include event merchandise, dog accessories, publishing, paper goods, toys, interactive, clothing, gifts, collectables and grooming products.
In the US, 4Sight has represented the American Kennel Club for a number of years, with the licensing programme boasting over 25 licensees.
"Both Crufts and the Kennel Club brands have strong potential - they both have outstanding reputations and with more than 23 per cent of UK consumers now owning one or more dogs, the pet market is a very important and fast growing one," said Sandra Vauthier-Cellier, MD of 4Kids.
"We are looking forward to promoting both brands and signing licensees across a range of sectors."